Election Day is finally upon us. After a long campaign cycle that will be remembered for historic and shocking events, the American people head to the polls on Tuesday to render their verdict on the nation’s future.
Campaign 2024 is winding down. But our heated political season is far from over.
Once the ballots are counted and the results are known, Americans will start to process the political, cultural and social ramifications of this election. Given the sharp divisions in our country and acrimonious nature of this campaign—often framed in apocalyptic terms—it’s inevitable that the election’s outcome will leave half the country bitterly disappointed and the other triumphant. This dynamic will become increasingly tense as newly elected leaders prepare to take office next year, moving from broad stroke campaign pledges to the definitive act of governing.
For business leaders, the post-election period presents challenging terrain to navigate, particularly given the divisive—and often intensely personal—nature of the cultural issues that have dominated the general election. As the nation reckons with the election’s aftermath, companies may find themselves called upon to react—a position that is fraught with peril.
Executives continue to find their footing on whether, when and how to engage in the national conversation regarding hot button social issues. While recent trends point toward a retreat, the weeks between Election Day and the inauguration will pressure-test companies’ approach to managing thorny political dynamics. The stakes are particularly high as business leaders seek to introduce themselves to a new president and freshly minted Members of Congress.
As executives contemplate post-election communications, here are a few tips to help avoid unintentionally stepping on landmines while positioning your company for advocacy success in 2025.
Include public affairs team in decision making: Too often, public affairs professionals are brought into corporate decision making too late. This misalignment can lead to disastrous consequences. What looks smart to a corporate communicator may be an obvious unforced error in the eyes of colleagues who understand the broader political and policy landscape.
Public affairs team members and advisors aren’t just there to execute a plan devised in a silo at corporate headquarters—they’re an integral part of making fully informed decisions. Failure to appropriately engage public affairs and government relations experts on the front end can result in unnecessary scrutiny and scorn from elected officials.
Remove emotion from communications decision making: In recent years, the media, investors, employees and consumers have been more forceful in calling on companies to insert their voice into the national conversation regarding polarizing social issues. While each scenario must be considered on an individual basis, there’s a fundamental question that must be asked in each instance: is this issue related to my business’ core function? If the answer is no, there’s a strong case to be made for not getting burned by a hot stove.
Emphasize national unity in post-election messaging: Any external and internal commentary related to the election aftermath should focus on the importance of national unity and the need for the American people to move forward together. Instead of taking sides in broader culture wars, encourage civil discourse and peaceful civic engagement while staying focused on your business’ fundamental mission.
Review long-term corporate messaging to ensure it resonates with newly elected officials: Inevitably, an election means that new decision makers will arrive next year in Washington. We know for certain that there will be a new president. Divided government may continue or there may be a change to one party rule. Regardless, it will be essential to review existing corporate messaging to ensure that it resonates with the new power dynamic in Washington.
Invest in lawmaker education: There are 53 members of Congress—senators and representatives—who are retiring this year and will be replaced when Congress convenes in January. Contested races in battleground states means there could be even more new faces in the 119th Congress. Simultaneously, the next president’s administration will include hundreds of new key decision makers.
It will be essential for companies to invest in Washington-based communications efforts to educate these critical stakeholders about their corporate value proposition. That could include everything from placing digital advertising and sponsored content inside the Beltway to updating company fact sheets and illustrative infographics. If you don’t tell your story, someone else will. Now’s the time to make a plan to be prepared.
Jeff Grappone is an Executive Vice President and Chair of the Public Affairs Practice at ROKK Solutions, a bipartisan public affairs firm in Washington.